Charitybuzz is the place to find extraordinary experiences and luxuries to benefit remarkable charities making an impact. Charitybuzz is a member of Charity Network, which was named one of Fast Company’s Most Innovative Companies for 2017.
Over the years, Charitybuzz had grown into a… well… buzzing community of socially-minded members with a high volume of daily active users bidding on extraordinary experiences to benefit some great nonprofits. With a large user base and data flowing across multiple channels, the Charitybuzz team was looking to enhance their analytics and improve targeted communications.
What we did
Google Analytics Audit + Configuration
We cleaned up goals that were outdated and reconfigured the ones that matter most to Charitybuzz, including the number of bid increments and number of watches on lots. We also set up a marketing dashboard that enables the Charitybuzz team to understand the impact of their email marketing efforts. Traffic coming from emails was tagged correctly, allowing staff to see the true performance of emails beyond click and open rate.
Data Cleaning + Integration
Historical data show that tailoring email content is key to boosting engagement. We mapped out a data sync rule that allows the team to see what customers are interested in based on their activity on the website and automatically add them to segments in Campaign Monitor (their email marketing platform). As a result of intelligent segmentation, the marketing team now has the ability to personalize communications based on filters such as interest, geography, and spending power.
Email Segmentation + Targeting Strategy
Our assumption: More email clicks = more bids = more revenue
We worked with the marketing team to roll out A/B testing subject lines and experimenting with weekend campaigns.
Although traffic dipped significantly after the holiday spike in December 2016, we still saw an 8.6% increase in the number of users clicking through to the site from marketing emails from 1/16 — 4/14/2017 as compared to the previous 3 months. As a result of bringing more users from emails to the site, there was a 12% increase in the number of bids from this traffic source.
– Wesley Adams, VP, Marketing & Client Engagement